The premium smartphone market reached a record 29% share of global sales in H1 2026, up from 25% last year, according to Counterpoint data. Apple, Samsung, and OPPO are leading the charge as more buyers choose higher-priced models.
Apple stayed on top with a 65% share, though down from 74% in 2022. The iPhone 17 base model helped Apple grow 9% year-on-year. Samsung followed with a 19% share and 3% growth, driven by the Galaxy S26 Ultra and its new Privacy Display. Meanwhile, OPPO posted the fastest rise, jumping 69% year-on-year, driven by strong demand for the Find X9 series.
Other Chinese brands also grew. vivo posted 20% growth with its X300 series, while Huawei and Xiaomi expanded their premium lines in China.
Together, Apple and Samsung still control 84% of the premium segment, but competition from Chinese OEMs is getting stronger.
Analysts say rising memory and component costs are pushing mid-tier phones higher, making premium models more attractive. Brands are also offering financing, trade-in, and buyback programs to make flagships easier to afford.
Also Read: Apple takes record 49% share of smartphone revenue in Q2 2026
The trend points to more premiumization ahead. Consumers are keeping phones longer, so they want devices that last. Apple and Samsung are expected to stay dominant worldwide, while OPPO, vivo, Huawei, and Xiaomi continue to grow their premium share.
Apple will also launch its latest devices this September, and with expected price increases, this could affect buyer sentiment in the months ahead.
